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Old Name, New Look

GM’s Invicta Concept, which debuted in Beijing, hints at the next Buick Lacrosse

Old Name, New Look

By Stuart Schwartzapfel

The Invicta name may sound familiar, but the concept's designer sheet metal is unlike most Buicks you'd find on the road today. Considering Buick's celebrity-like status in China, it's fitting that the company chose the 2008 Beijing Motor Show to pull the wraps off of this handsome new midsize sedan concept. Word on the street is that we are looking at a thinly disguised preview of the next-generation LaCrosse.

Invicta, a nameplate that Buick produced from 1959-1963, takes design cues from recent concepts like the 2007 Riviera Coupe and 2004 Velite Roadster. Co-developed by General Motors centers in North America and China, the concept is designed to appeal to customers in the world's two largest automotive markets.

Invicta's chopped roofline and aggressively raked windshield make for the popular four-door coupe look that is so en vogue. And like last year's Riviera Concept, short overhangs and wheels pushed out to the corners yield Invicta a planted stance. Up front, the Buick tri-shield is prominently displayed inside the Velite-inspired chrome vertical waterfall grille. Reminiscent of past Buick models, Invicta's portholes (three per side) are located on the hood rather than on the front quarter panels. A classy "sweapspear" character line running along the side wraps up Invicta's premium aesthetic.

Invicta is powered by Buick's first direct-injection turbocharged engine, a four-cylinder powerplant that produces 250 hp (186 kw) and 220 lb.-ft. (298 Nm) of torque. The engine is matched with a six-speed automatic transmission for maximum fuel efficiency.

The Verdict: The Invicta concept continues the designer groove that Buick started with the Enclave crossover Let's just hope Invicta's essence isn't too diluted in the production LaCrosse that follows.


Stuart Schwartzapfel is a regular contributor to BusinessWeek.com. He has studied the automotive marketplace and works as an advertising and marketing strategist for major manufacturers. He does not write about any car brands for which he currently works.